RECESSION PROOF EMAIL MARKETING Online Marketing Summit Chicago 27 May 2009

DJ Waldow @djwaldow Married, no children Dog, 3 cats Michigan, NY Giants Beer, coffee, people Former middle school teacher Current Director of Best Practices & Deliverability at Bronto

Married, no children

Dog, 3 cats

Michigan, NY Giants

Beer, coffee, people

Former middle school teacher

Current Director of Best Practices & Deliverability at Bronto

Saving the World in 45 Minutes What You Want to Know The Good News, The Bad News More Good News The Secret to Successful Email Marketing Other Thoughts

What You Want to Know

The Good News, The Bad News

More Good News

The Secret to Successful Email Marketing

Other Thoughts

Flickr Photo: a2gemma

The Good News Email is cost effective Email has a killer ROI Anyone can send email

Email is cost effective

Email has a killer ROI

Anyone can send email

The Bad News Email is cost effective Email has a killer ROI Anyone can send email

Email is cost effective

Email has a killer ROI

Anyone can send email

HUH?

Good News Email is cost effective “ Discussions with marketers and vendors indicate that CPM sending costs are at their lowest levels in years” Forrester (2009)

Good News Email is cost effective Email spend in 2009 eMarketer (2008) $488 million % of email marketers who agreed email is the most cost-efficient marketing tool at their company Forrester (2008) 66%

Email spend in 2009

eMarketer (2008)

Good News Email has a killer ROI *more than 2x search and other marketing channels DMA And Reality… Year ROI 2008 $45.06 (actual) 2009 $43.52* (proj) 55% of respondents expect ROI from email to be higher than any other channel. Datran Media (2008) Perception…

Good News Anyone can send email 47% of marketers planning to boost their traditional marketing budgets this year Aberdeen Group (2009)

Good News Anyone can send email # of marketing emails sent by U.S. retailers and wholesalers 158 billion (2008) 258 billion (2013) Forrester (2008)

# of marketing emails sent by U.S. retailers and wholesalers

Good News = Bad News Email marketers are motivated by low-CPM tactics that conflict with relevancy. Untargeted email that does not involve the use of dynamic content and more advanced features will continue to enjoy lower CPM (cost per thousand) sending costs than their more sophisticated counterparts, since these advanced email marketing features are typically associated with premiums. Additionally, email marketers are often motivated by the wrong incentives — such as sending to larger lists that include nonresponsive subscribers — simply to benefit from lower CPM sending costs. However, such practices often conflict with best practices such as reducing list sizes to weed out dormant subscribers, the use of relevancy to dictate frequency, and the notion that email marketers should be rewarded based on subscriber engagement rather than list size. (Forrester, 2009)

Good News = Bad News Low-CPM tactics conflict with relevancy … motivated by the wrong incentives — such as sending to larger lists that include nonresponsive subscribers — simply to benefit from lower CPM sending costs Email marketers are motivated by low-CPM tactics that conflict with relevancy. Untargeted email that does not involve the use of dynamic content and more advanced features will continue to enjoy lower CPM (cost per thousand) sending costs than their more sophisticated counterparts, since these advanced email marketing features are typically associated with premiums. Additionally, email marketers are often motivated by the wrong incentives — such as sending to larger lists that include nonresponsive subscribers — simply to benefit from lower CPM sending costs. However, such practices often conflict with best practices such as reducing list sizes to weed out dormant subscribers, the use of relevancy to dictate frequency, and the notion that email marketers should be rewarded based on subscriber engagement rather than list size. (Forrester, 2009)

Low-CPM tactics conflict with relevancy

… motivated by the wrong incentives — such as sending to larger lists that include nonresponsive subscribers — simply to benefit from lower CPM sending costs

More Good News

More

Good

News

The Secret to Successful Email Marketing

The Secret to Successful Email Marketing Send Timely, Targeted, Relevant Emails To Subscribers Who Have Asked For Them “… delivering anticipated, personal and relevant messages to people who actually want to get them.” S. Godin (1999)

The Secret to Successful Email Marketing "I DELETE ALL OF THAT JUNK EMAIL!" But wait. Many consumer are saying…

The Secret to Successful Email Marketing THE PERFECT EMAIL IS LIKE THE PERFECT MEAL

Timely

Timely

Targeted Flickr Photo: biskuit

Targeted

Relevant

Relevant

Relevant

Relevant

Subscribers Who’ve Asked

Subscribers Who’ve Asked

Subscribers Who’ve Asked

Subscribers Who’ve Asked

Subscribers Who’ve Asked Top 4 Reasons You Know Your List is NOT Opt-In: You don’t know where your list is from Your boss sends you an email list of 10k+ and says, “send this now!” You exported your email list from Gmail, Outlook, or some other web based client After you send to your list, you get a high number of complaints (>1%)

Top 4 Reasons You Know Your List is NOT Opt-In:

You don’t know where your list is from

Your boss sends you an email list of 10k+ and says, “send this now!”

You exported your email list from Gmail, Outlook, or some other web based client

After you send to your list, you get a high number of complaints (>1%)

Other Thoughts… Provide Incentive Meet the consumer where they are Retention. Retention. Retention. Integration w/ all channels. NO SILOS! Provide more support for EM Mktg Team Prove value to C’s (speak their language)

Provide Incentive

Meet the consumer where they are

Retention. Retention. Retention.

Integration w/ all channels. NO SILOS!

Provide more support for EM Mktg Team

Prove value to C’s (speak their language)

Follow Up Bronto DJ Waldow @Bronto Blog.bronto.com @djwaldow [email_address]

Bronto

DJ Waldow